Getting to know the metrics well can help you better analyse the data so let's have a look at each metric to see how they work.
Name | Description | Formula |
Att-Installs | The number of installs recorded by Attribution services (Appsflyer). This data can be used to compare and contrast with the number of installations given by Ad services. | Figures collected from attribution services (e.g. AppsFlyer, Adjust) |
eCPI | Effective cost per install (eCPI) details how much you have to pay for each install. | eCPI= Cost / Installs |
Att-eCPI | Att-eCPI is the eCPI calculated using data from attribution services. Data from these sources can be more trustworthy as they are intermediary services. | Att-eCPI = Cost / Att-installs |
LTV Dx | Lifetime Value Day X (LTV Dx) is the average lifetime value of a user brought back on that particular day X | LTV = IAP LTV + Ad LTV (Revenue / Att-Installs) |
ROAS Dx | Return on Ad Spend Day X (ROAS Dx) is the return on ad spend including IAP and Ad revenue in Day X | ROAS Day X = LTV Dx / Att-eCPI Dx |
RR Dx | Retention Rate Day X (RR) shows the percentage of people staying until Day X. | RR Day X = Total Active Users Dx / Total Installs Dx |
Acc. Ad revenue | Accrued Ad Revenue so far is made by allowing other ads to appear on your platform | The sum of accumulated revenue |
Acc. IAP Revenue | Accrued In-App purchase revenue so far (Acc. IAP Revenue) is one source of profits collected from users buying items while playing games. | The sum of accumulated in-app purchase revenue |
DAU | Daily active User (DAU) is the number of daily active users | Data is imported by ad services and then the number of Daily Active Users summed altogether. |
Sessions | Sessions show how many times per daily active users play. One time of opening the app is calculated as one session | Average daily access in the app |
oCVR (IPM) | Conversion rate from impressions to installs (oCVR) or Installs per mile or per 1000 impressions (IPM) lets us know the number of installs we get over impressions exposed to users by ad services. | oCVR = Installs / Impressions |
eCPM | Effective Cost per Mile (eCPM) is the amount of money we have to pay per 1000 impressions. | eCPM = Cost / (1000 x impressions) |
CVR | Conversion Rate (CVR) or Clicks to Installs (CTI) is when user clicks and installs the application. | CVR = Installs / Clicks |
CTR | Click-Through Rate (CTR) is the percentage of clicks over impressions | CTR = Clicks / Impressions |
eCPC | Effective Cost Per Click (eCPC) is the amount spent to get one click | eCPC = Cost / Clicks |
M-eCPM | M-eCPM is the revenue from per thousand impressions | M-eCPM = (Ad revenue / Ad impressions) * 1000 |
RP DAU | RP DAU is the revenue per Daily Active User (DAU) | RP DAU = Revenue / Daily Active User |
IAP RPDAU | IAP RPDAU is the in-app purchase revenue per Daily Active User (DAU) | IAP RPDAU = IAP Revenue / Daily Active User |
Ad RPDAU | Ad RPDAU is the ad revenue from per Daily Active User (DAU) | Ad RPDAU = Ad Revenue / Daily Active User |